‘Victory travels in Vuitton’ – this tagline certainly holds true in what is the ultimate summer of sports for the French luxury house, who is not just the maker of the trophy trunks for the 2024 Olympics and Paralympics, but has also returned as the title partner of the prestigious sailing competition, the Louis Vuitton 37th America’s Cup Barcelona which takes place back in the city where the brand held its resort show earlier this year.
Louis Vuitton Cup ©Louis Vuitton
The relationship between the prestigious sailing race and Louis Vuitton is a longstanding one: first joined up in 1983, the LVMH-owned company has been a constant supporter of the sporting event. And this year, the shared values of this partnership – excellence and continual innovation amongst many others – are again front and centre as the race introduces several firsts to the competition, including women’s teams as well as a category of young sailors, passing on the tradition of the competition, which began in 1851, to a whole new generation.
Louis Vuitton 37th America’s Cup Poster ©Louis Vuitton
‘The defending winner needs to stand for certain things. Obviously, we stand for trying to be the best team. Technology-wise, we stand for sustainability through our hydrogen project, and we stand for diversity. And in that, the promotion of women’s sailing and women’s sport is important to us,’ said Grant Stanley Dalton OBE, President and CEO of the America’s Cup Event and coach of the Emirates team New Zealand. ‘This women’s America’s Cup could end up as big as the men’s cup. It’s not the men’s America’s Cup, but the America’s Cup.’
The current competing champion, the Emirates team New Zealand, will be met in the finale of the America’s cup by the winner of the Louis Vuitton cup – the qualifying event for the Louis Vuitton 37th America’s Cup Barcelona – which is fought for by the five challenging teams, INEOS Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic and the Orient Express Racing Team.
The opening event on Mount Tibidabo. ©Louis Vuitton
To celebrate the kick-off of the preliminary cup in Barcelona last week, Louis Vuitton hosted a monumental opening event on Mount Tibidabo, attended by members of the competing teams, as well as the five-time Olympic medallist and Louis Vuitton ambassador Léon Marchand.
The official Louis Vuitton 37th America’s Cup capsule collection is available online and in-store now.
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Publish date : 2024-09-02 04:49:00
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